Entertainment

CareerBuilder's Non-Beacon Facebook Ads

CareerBuilder has been working hard to insert itself as deep as possible into the social media realm, and its medium of choice appears to be Facebook. The job search site already had a budding Facebook presence, thanks to things like the CareerBuilder Facebook application for alerting job seekers based on their personal data, amongst other things.

But today, we learn that the company is teaming up with Facebook for an advertising campaign that will run through the popular social networking platform, according to Reuters. The financial terms of the deal have not been disclosed, but the campaign will involve specialized recruiting ads within CareerBuilder and employers' sections in Facebook. This is a way for CareerBuilder to not only promote itself as a service, but to promote the businesses that utilize CareerBuilder as a venue for accessing potential new hires.

Given the growing ways in which businesses can begin to access potential new hires through other social means, as well as a continued shift in the manner by which online advertising needs to take advantage of social media, CareerBuilder is looking for highly integrated ways in which to match up potential new hires with companies that need employees. But what's that mean for Facebook users?

Aside from the specialized ads on existing relevant sections throughout Facebook and the typical sidebar ad, there will also be advertisements streaming through your newsfeeds. These ads don't appear to have anything to do with Beacon, so I don't think you'll have to worry about the whole world finding out that you applied for a job earlier today. But the newsfeed stream does appear to be a place of choice for particular ad campaigns, even if they're not really related to anything going on with your friends.

While Monster.com is out purchasing social networking communities, and Jobster is a networking community in itself (even through Facebook), CareerBuilder is hoping that better placed ads will induce a satisfactory level of attention from recruits. Will Facebook users see right through this and lean towards the "organic" marketing of a service like Jobster? Or will an integrated advertising campaign negate (and replace) the effects of such organic efforts?

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